Business email list sign-ups – single, or double opt-in?
In our previous blog, we analysed the needs to ensure that you are not sending unwanted communication to customers when creating an email list. The critical thing is for a customer to have opted in to receive notification from you, whether directly or via a relevant third party. Learn how with business email lists.
However, there is not just one form of opting in. There is single opt in and double opt in. Therefore, in this blog post, we will be talking about what is the difference and which one is the best for you and your business to increase your revenue.
A customer becomes aware of you by email or by visiting your website. You present them with the opportunity to sign up to receive communications from you, whether it’s via text or email. They need to agree with what you have to offer to agree to let you have their precious contact details. This includes an email address, for you to send them some info such as your deals or what you have to offer. Once the customer provides you with their information and has signed up, you should then send them a confirmation email. By doing this you are letting them know their sign-up was successful and that they will begin to receive emails from you immediately. Therefore, this helps you to confirm their details and them to start earning what you have to offer.
To double opt in, the customer has to sign up on your website or via an email to receive more information from you and the company. You then send a confirmation email to the customer to verify that a real person (as opposed to some automated programme) signed up to receive more information. Verification then comes in the form of the customer having to take action to confirm their email address and subscription. Usually by clicking a link within the body of a confirmation email. Taking that step will then allow, the recipient will then be able to start receiving further emails from you.
Which option should you choose for your business email list?
With single opt in, as mentioned there is no additional step for the subscriber to take. With one piece of form-filling, they can start to receive further information. However, from your point of view, you can be open to robot-type form filling – rogue enquiries that lead nowhere. This will then waste your time and increase your bounce rate. However, there are significant benefits to the customer who does not need to spend time proving an extra layer of verification. Customers who are partially interested are more likely to purchase your product or service as they can become more engaged. This is because they don’t have to opt in a second time which they could see as a waste of time. So it also depends on your customers and how they want to portray their information.
With double opt in, as mentioned, a whole extra layer is imposed. Which may potentially make the partially interested customer lose patience and give up on registering. However, you do ensure far greater integrity to your data. The smart customer understands that you are in fact, putting a good check and balance in place. Plus, if they’ve jumped through that extra hoop, your double opted-in customer has already proved to be someone interested in your products or services.
Therefore, this could lead to a potential sale. With double opt in, the risk that a customer might decide not to lose patience or interest is quite high. So if they are required to check for a second email. They may not even know or receive the second email. By doing this would help to segment your audience. It could also help you find out what demographic is more interested in your product. Double opt in helps to ensure that you are only sending out emails to those who are interested and have given consent to receive these emails. What is your choice when using email data?
BDP have complied a list of the top email marketing practices for your business. If you are to have any questions or want to make a business email list enquiry, please contact us by calling the number above or fill out our contact form to request a call back from one of our account managers.